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Kantar Names Sasol Ama-Glug-Glug Advert By FCB Joburg As SA’s Best Liked Ad Of All Time

According to Kantar’s Adtrack – a proprietary advertising testing system that has evaluated the impact and liking of all brand advertising in South Africa since 1984 – the Sasol ‘Ama-Glug-Glug’ campaign, created in 1999 by Lindsay Smithers FCB, now FCB Joburg, has retained its pole position as South Africa’s Best Liked Ad ‘of all time’.

Kantar released a retrospective of the ads that have found their way into South Africans’ hearts and minds, and analysing what Saffers like when it comes to watching TV. The retrospective ‘high fived’ Vodacom and Coca-Cola, which have the most ads in the Top 35 Best Liked Ads, with four and three respectively.

As far as agency groups go, the Nahana Communications Group (to which both the FCB and McCann agencies belong) and Ogilvy between them account for 15 of the 35 ads on the list. Nahana notched up eight while Ogilvy accounted for seven. There are also 2 ads, one each, created by McCann Erikson London and Ogilvy London.

Commenting on the accolade, FCB Joburg’s Chief Creative Officer, Ahmed Tilly, and group MD Thabang Skwambane congratulated all the brands and all the agencies responsible for South Africa’s Most Liked Ads over the last 35 years.

They especially paid tribute to the brave Sasol client, Andriesa Singleton; Gaby Bush, the Creative Director at the time; Les Sharpe, the Film Director; and Dr Thomas Oosthuizen, the Group Director for Planning and Marketing.

‘Today, science shows that, when it comes to motivating people, emotions are what drive us as humans. Brands need to evoke a strong, positive emotion – the more resonant, the better. And, for creatives to create a powerful experience, the strategy needs to identify what is most motivating to people and how the brand can satisfy these needs. These three gentlemen, legends in the industry, instinctively knew that, and created a piece of communication that resonated so strongly with the South African public when it was flighted, it set the bar,’ Tilly commented.

FCB Joburg have regularly dominated the Adtrack survey and are currently still leading the way, being the only agency with two campaigns in the top 10 in 2018. ‘FCB Joburg is a dramatically transformed agency operating in a media and marketing landscape they wouldn’t recognise,’ added Skwambane. ‘We are very proud of the fact that we’ve managed to continue that tradition and consistently produce some of the most loved communications in South Africa today.’


Season’s Greetings From Modern Marketing

Modern Marketing wishes all its readers a joyous festive season and a prosperous New Year. We will be closed from 13 December 2019 and will reopen on 9 January 2020. Thank you for your support throughout the year!

Be sure to add our Modern Marketing expo dates to your 2019 calendar:
• Johannesburg: 9-11 September 2020, Gallagher Convention Centre.

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Bidvest Bank Appoints Havas South Africa As Lead Agency

Havas South Africa has been appointed as lead agency for handling the creative and internal communications of Bidvest Bank in South Africa. 

Havas South Africa CEO, Lynn Madeley said, ‘It’s such a fantastic win for Havas, a nod to our capability in financial services. We are honoured to be coming on board to service the Bidvest Bank business in South Africa. I believe that our know-how of the sector, our unique approach to strategy and creative, our truly integrated offering, along with our Vivendi partnership with Universal Music Group and Gameloft, makes us perfect for the job at hand. And with the leadership of John Davenport, we are poised to make a meaningful difference to the Bidvest Bank business.’

‘What’s incredible about the win is that Bidvest Bank as a business is very much like Havas in behaviour. The brand is a big business, yet it is agile and personable enough when getting things done, always asking if things can be done better. There’s a sense of ownership that we both identify with, and that is key to a successful client-agency partnership. We are looking forward to putting out some stellar work that will no doubt shake up the financial services sector,’ said John Davenport, Chief Creative Officer at Havas South Africa.

Jodi Raviv, Chief Marketing Officer at Bidvest Bank said of the appointment, ‘We are excited about Havas’ fresh approach to integrated marketing and look forward to working with them to further build our brand. We are a challenger bank with an agile and unusual approach to banking and problem-solving. We believe that with Havas’ similar approach to business, our brand and business will thrive with their guidance and expertise.’


Jawbone Brand Experiences Joins Iconic Collective Group

Dermot Latimer (CEO Iconic Collective), Mitch Bowker (COO Iconic Collective) and Sven Reinertsen (CEO Jawbone Brand Experiences).

Iconic Collective announced that the addition of Jawbone Brand Experiences to the group will see the group bolster their service offering to provide an omnichannel, multi-discipline turnkey solution for their existing and potential clients.

Jawbone Brand Experiences joined the group as the brand activations, event management, experiential marketing, customer experience, and exhibition management service offering division.

Iconic Collective CEO, Dermot Latimer said, ‘We are proud to welcome Jawbone Brand Experiences to the Iconic Collective group. Jawbone Brand Experiences are synonymous with providing flawless and effective on-the-ground delivery for experiential marketing and events, a service that will benefit our clients. We are now eight agencies with one voice, operating as a collective of creative businesses to deliver end-to-end solutions for our clients. Jawbone’s services will complement our existing shopper marketing, UX, development and technology, design, experiential, print, digital, creative production, public relations, and post-production services.’

‘Joining the Iconic Collective is a major milestone for Jawbone Brand Experiences. It has always been our long term vision and goal to be part of a truly integrated agency that allows us to innovate and expand with access to multiple disciplines and skills sets. We are looking forward to the collaboration that will mutually enhance delivery to best serve our clientele. We will continue serving existing Jawbone Brand Experiences clients whilst bringing our extensive wealth of expertise to the group,’ added Sven Reinertsen, Founder and CEO of Jawbone Brand Experiences.


Tractor Outdoor Calls For Fight Against Illegal Billboards

Image source: www.moneyfmzambia.com

South African brand managers have switched on to the high returns that outdoor offers, says Andrew Stevens, Director of Tractor Outdoor. The right billboard in the right place is one of the powerful ways of getting your message to your target market. Unfortunately, the positive aspects of outdoor are being drowned out by one or two outdoor companies breaking the rules and erecting billboards without permission. This is giving rise to exaggerated negative headlines, which is very frustrating for the rest of us.

When it comes to reaching audiences and delivering overall exposure, outdoor media is the best option after TV and in-store advertising, beating not just Facebook but all other media. This is according to research conducted in South Africa by Kantar, the international data company. And for brand impact, Kantar’s global research shows that outdoor is the fourth most effective medium after TV, point of sale and Facebook, putting it ahead of other media like newspapers, magazines, radio and cinema.

Stevens says recent headlines are not a true reflection of the industry, and that the majority of outdoor companies stand firmly with municipalities and their bylaws. He says it is in the interest of good media owners to see the bylaws applied, and that they value effective regulation and the removal of non-compliant signage.

‘Tractor Outdoor has been in business for almost 20 years. We wouldn’t still be here if we didn’t obey municipal bylaws. I believe we know and understand the bylaws in every South African city and town just as well as the people who wrote them! Working with municipalities is one of the most important aspects of our business and I hope they will take us up on our sincere desire to work with them.’

Stevens says two processes would improve compliance:

1) No billboards should be erected without formal approval; and any that are should be removed immediately.

2) Every single board needs to be brought into the net for assessment by the local municipality. This includes boards that claim to have previous approval. There should be no exemptions, no technicalities and no reliance on legacy.

Stevens says that the City of Johannesburg has recently asked media owners to supply information on all their billboards. ‘As far as we – and most other honest brokers – are concerned, the city has our full support in assessing the existing signage. We know that not every billboard submitted in this process will maintain its prior approval and we’re quite prepared for that, and for whatever it takes to bring the industry in line.’


Ways To Refresh QSR Digital Signage

With the Quick-Service Restaurant business being so highly competitive, players need to employ the latest technologies. I would encourage franchisees to look at what is being used in the industry and implement those innovative digital signage solutions that will improve the way they engage with their customers, promote their products and increase their bottom line,’ says Chris Day, Managing Director at Moving Tactics.

According to Nishal Ragoobeer, IT Director of McDonald’s South Africa, traditional information technology has broadened to include digital technology, customer technology and supply chain technology; and their adoption and integration has evolved the business.

Fast food restaurants, also known as Quick-Service Restaurants (QSRs), have been at the forefront of adopting new digital technologies to interact with their customers, improve their service offering and leverage the customer’s dining experience. 

New technologies are enabling customers to customise their orders, self-order, pay in a faster and more effective way, and be entertained and informed whilst waiting for their food to be packaged/served. 

Here are some simple ways to update and refresh your QSR digital signage and technology systems.

1.    System-on-Chip (SOC) Technology

One technology basic is that the digital signage network employ System-on-Chip (SOC) technology. This facilitates the use of media players built into the screens, which leads to less downtime and technical issues, resulting in a more streamlined installation that saves on costs. SOC is also an integrated system that enables the screen to link into point-of-sale pricing, which in turn results in automatic updates to digital menu boards.

2.     Dayparting

Dayparting is when the time of day influences the content that is posted onto promotional screens and digital menu boards. Famous Brands has successfully employed this strategy, where breakfast or lunch options are specifically scheduled as screen takeovers at those times of day. It provides restauranteurs with a lot more flexibility and allows for speed to market.

3.     Weather-based content

Many external aspects determine people’s buying habits, from time of day to a QSR’s specific location or weather condition. Bespoke content based on location data is proving more popular and can be built into the planned marketing strategy many months ahead of time. This technology enables restaurants to upsell coffee with their meals on a cold day rather than cold drinks, automatically.

4.     Digital drive-thru’s

QSRs are relying more on digital drive-thru’s to effectively promote dayparting and weather-based content as well as integrate with the offers and products being promoted in-store. According to Daniel Padiachy, Chief Marketing, Communication and IT Officer at McDonald’s SA, looking to the future, McDonald’s is excited to investigate how Artificial Intelligence could change the drive-through experience. ‘With AI-powered number plate or facial recognition, we could recognise returning customers and offer them their ‘usual’ to cut the fuss out of ordering.’

5.     In-store music

Digital audio and music systems play a huge role in enhancing the in-restaurant dining experience and save franchisees hours of their time selecting, downloading, licencing and maintaining a music selection. Playlists can now be created and updated on a regular basis. Another benefit is that the type of music being played can be controlled and tailored specifically to the restaurant’s audience.

6.     In-restaurant WiFi

Offering WiFi in QSR establishments is one way of increasing the customer’s dining and/or ordering experience. It is an opportunity to get to know your customer, cut down on perceived waiting times, increase sales by sending personalised offers and reward brand loyalty. It can also be a way for your customers to promote your brand through social media sharing.

7.     Internal staff training

An integrated digital signage system can be used to provide staff in a region, nationally or internationally, with training via the in-restaurant digital screens or deliver other company information.


VMLY&R ECD Chosen As Ambassador For South African Executive Jury At Gerety Awards

Jacquie Mullany, Executive Creative Director at VMLY&R in Johannesburg.

New for Gerety 2020, is an executive jury in multiple locations globally, whose task it is to choose agency and production company of the year from their country. Jacquie Mullany, Executive Creative Director at VMLY&R in Johannesburg has been announced as the ambassador for the South African executive jury.

The Gerety Awards is the latest global advertising award programme to recognise global talent who define and refine the standards to which their craft should be held. ‘South Africa has an incredibly diverse advertising industry, well known globally for producing award-winning work. I’m really excited at the prospect of working with some of my most respected peers to seek out the best we have to offer and share it on the global stage,’ said Mullany.

In addition to Johannesburg, executive jury sessions will be held in Bangkok, Berlin, Buenos Aires, Helsinki, Istanbul, London, Madrid, Melbourne and New York. Each city will bring together some of its most respected agency and brand leaders to choose the shortlist, which will be announced mid-June. Shortlists are submitted to an international grand jury of creative experts for final evaluation. Winners are determined based on scores achieved across the board, regardless of product or medium. Entries for the Gerety Awards 2020 open globally on 1 January.


Brands Should Start Tracking The Customer’s Full Journey

Michael King, Managing Director of Reprise Digital, an IPG Mediabrands company.

According to Michael King, Managing Director of Reprise Digital, an IPG Mediabrands company, in South Africa, financial industries, especially the top insurance companies, invest more money into Paid Search than most of the remaining industries put together.

In the digital world, it’s a given that Paid Search advertising is important, but only a few industries, except the finance and eRetail sectors, are capturing the true value this channel has to offer. Most brands are missing a trick by not tracking the full customer journey.

The reason for this is because these industries track the lifetime value of a customer and not just the initial sale value. Looking at profitability from a different angle allows marketers to see the true value of a ‘new client’. Car insurance as an example is one of the most expensive keywords globally and can cost advertisers upward of R650 per click, depending on how much they’re willing to pay to compete against other insurance brands. This is an astronomical amount of money – if brands wanted to truly compete in this space, they could be spending upwards of R150,000+ a day on Paid Search alone.

So how can it be possible that insurance brands invest 30% plus of their entire marketing budget on this channel? Simply put, it’s what companies call a P-Factor or Profitability Factor. This is a simple profitability equation that allows brands to measure the value of a sale over time. Let’s use car insurance as an example – if I’m insurance company A and I spend R5000 on Google Ads today, I’ll most likely generate quite a few visitors to my website who will either complete a quote online or want to talk to a sales advisor.

As a result of the quotes generated, I may sign up a new client who would hypothetically insure their vehicle at a monthly premium of R1000. At a glance, you might say that this channel is loss-making as the amount of ad spend far outweighs the sale value, but the inverse is actually true. Car Insurance is a service that consumers sign up for on a monthly basis, which means that as Insurer A, the company will be generating revenue from the initial sale over a long period of time. This is where P-Factor comes in. This equation helps us understand how long our new customer will need to stay insured with us before we cover the initial R5K adspend.

Ad Spend divided by initial sales value = P-Factor. So, R5 000/R1 000 = a P-Factor of 5. This means that our new client will need to stay insured with the brand for five months before it ‘breaks even’ on advertising spend. If we then incorporate the fact that the average insured person stays with their insurer for 12-18 months, the profitability conversation very quickly changes to a positive one. In this example, the company would be making money from our new client for anything between 7–13 months.

Every industry is of course different with their own unique challenges but the learning for marketers has to be that the future for brands is not only tracking a customer’s journey online until the sale is complete, but tracking the customer for the entire time that they’re associated with your brand.


ACA Rebrands Apex Awards As Effie Awards South Africa 2020

Effie Awards South Africa replaces the highly respected APEX awards, held annually in South Africa. The Association for Communication and Advertising (ACA), the official representative body for the Communications and Advertising profession in South Africa, has partnered with Effie Worldwide to launch the annual Effie Awards Programme in South Africa.  

Brands and their agency partners will now have the ability to receive global recognition for their most effective marketing and communications campaigns, with the awarding of an Effie viewed by media agencies, marketers and advertisers worldwide as a respected global symbol of achievement.

Mathe Okaba, CEO of the ACA said, ’Effie’s mission is to lead, inspire and champion the practice and practitioners of marketing effectiveness and we take great pride in hosting the first globally recognised marketing effectiveness awards programme in South Africa in 2020. The ACA has championed effectiveness in marketing and communications and the incredible work executed in our market. It is with great excitement that we officially launch the 2020 season of Effie South Africa, and look forward to catapulting our local profession into the global arena.’

Launched in 1968, Effie celebrates effectiveness worldwide with over 50 global, regional and national programmes across Asia-Pacific, Africa, Europe, Middle East, Latin America and North America. Effie South Africa joins the Effie network as the 49th national programme celebrating and Awarding Ideas That Work. 

‘The opportunity now exists to benchmark against the most effective work from all over the world. We invite all agencies and marketers to enter the programme in order to expose and celebrate their work that worked. There is no strict definition of effectiveness within the Effie programme. Effie recognises all forms of effectiveness —awareness, sales, behaviour, etc. The determining criteria for measuring effectiveness will be considering how challenging the objectives were, and the significance of the results achieved against those objectives,’ concludes Okaba.

‘Effie is proud to partner with the ACA to launch Effie South Africa,’ said Traci Alford, President and CEO, Effie Worldwide. ‘As a global forum, Effie provides a platform for marketers to celebrate the most effective marketing around the world, while establishing benchmarks that will drive our industry forward. We welcome South Africa to the global Effie network, leading the way as our first national programme in Africa, and look forward to showcasing and learning from this year’s winners and finalists.’

Effie South African finalists and winners will receive points towards the Global Effie Index, which ranks the most effective marketers, brands, holding companies, agency networks, agency offices and independent agencies globally. The Effie Index will also determine the local rankings.

The Effie Awards South Africa Call for Entries will be made in the first quarter of 2020.  Entry workshops providing guidelines, tips on how to enter the awards, requirements, case study presentations and more will take place as follows:

Booking will be essential for the workshops as space is limited. Email melanie@acasa.co.za or contact ACA.


It’s Not Always About Reach, Frequency And Impressions For Brands

Andile Qokweni, Business Unit Manager at The MediaShop.

KFC identified the need to turn the #KFCProposal story that begun at one of their stores into a positive legacy. By identifying the opportunity, they made it distinctive for their brand; they offered an experience and one could go as far as to say it was embedded into their ‘Add Hope’ initiative. Even if this was not targeted at kids per say, it still fits into that ‘bucket’, states Andile Qokweni, Business Unit Manager at The MediaShop.

This is after 8 November, where a man was spotted proposing to a woman at a KFC. The man was recorded on camera and his actions were very quickly shared on social media. The initial response to this noble action was very negative – one person on Twitter ranted, ‘SA men are broke they even propose at KFC…They have absolutely no class, I mean who proposes at KFC?? #KFCProposal’. 

But here was an opportunity for the brand to turn negative sentiment to positive because love is inherently free, it cannot be bought, sold or traded, even though the initial sentiment alluded to the fact that in modern times there’s a value associated to love. KFC as the brand to really bring all of this together, lived up to the principles above but in my opinion many of the other brands just wanted to jump onto the bandwagon. 

As soon as KFC saw the opportunity to reinforce some of these ‘love’ principles, the video went viral, and a nationwide search for the couple began with South African social media going into overdrive to find Nonhlanhla Soldaat and Hector Mkansi, the country’s newest sweethearts. Engagement offers went through the roof as KFC gave consumers incentives to help them find this couple.

McDonalds responded as the brand which ‘loves things’, offering an all-expenses paid trip to Cape Town for the Toni Braxton concert. Standard Bank offered to clear the couple’s debt – if they are Standard Bank customers. Audi offered the couple luxurious transport to their wedding destination. Puma offered clothing, Huawei gave the couple phones to take pictures on their honeymoon. KroneMCC would also ensure the newly-weds are toasted with some fine sparkling wine and many, many more brands got in on the action.

South Africans were now calling it ‘their wedding’ and by the end of the day, 30 brands had come forward to offer an additional experience for what had started as a negative tweet about proposing at KFC. So it’s clear, brands can mobilise and put aside rivalry or competition and do what is seen to be right by consumers and the general public.

This is where I’m going to flip the script a bit – at what point did this reach saturation? Was it after the tenth brand got involved, or was it after the third bank made an offer? Or maybe after the fifth FMCG brand offered the couple food? Don’t get me wrong, I would love the country and all its blue chip brands tripping over themselves to make my wedding a success, but as a marketer I did take a step back and ask some tough questions.

If I was a victim of the recent KZN hurricane and storms for example, would I not expect these brands to offer the same level of support for me and why that couple for that matter? Many South Africans will tie the knot as this is wedding season after all, so why are brands not lining up to assist them?

If we refer back to The MediaShop’s Media Landscape series where Maggie Pronto, Isla Prentis and I looked at what type of content works, we touched on the importance of relevance of content produced by brands for consumption and we arrived at five key things, which distinguish great content.

  • Move at the speed of culture.
  • Be distinctive.
  • Offer an experience.
  • Embed your purpose.
  • Invest appropriately.

At the recent AMASA Awards, one of the judges, Wandisile Nkabinde, mentioned that for brands to be successful it’s not just about arriving, it’s about how you arrive. Julio Rodrigues then went on to say it’s not just about pushing performing metrics all the time, it’s not always about reach, frequency and impressions, and this is exactly how I feel about some of the brands that joined the party very late. It’s not for me to say who those brands are, but the only questions that need answering now is ‘Who is flying me to the wedding and who will pay for my accommodation?’

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